Africa Is a Country

Out of Africa Redux

Africa Is a Country Podcast
African Five-a-Side Podcast

Out of Africa Redux

By
Sonja Sugira

Bono and Ali Hewson, his wife, wants to revitalize apparel manufacturing in sub-Saharan Africa by manufacturing the clothes from their brand in China and Peru.

Ali Hewson and Bono in the campaign for Louis Vuitton.

Every Journey Began in Africa“. Oh, really? Checking in from that mythical magical place known as “Africa” (or, as Women’s Wear Daily reports, an “arid South African vista”) are Bono and his wife, Ali Hewson, founders of the fashion brand, Edun, for which they shot this campaign. The campaign is part of a push to relaunch the brand, which Bono and Hewson founded in 2005 with, as the Wall Street Journal reports, “the lofty mission of revitalizing apparel manufacturing in sub-Saharan Africa.” Trade, not aid. That’s what “the Africans” tell Bono, anyway.

Which would be all well and good, except for the fact that, as WSJ revealed, Edun (the video is on Louis Vuitton’s Youtube channel) produces mainly in China and, to a lesser extent, in Peru. To be fair, as the article points out, that partly has to do with the fact that Edun ran up against the “limitations of African manufacturing” during its early years. Of course, where exactly in Africa such manufacturing was taking place, as well as why Edun was unprepared for such obstacles and what the brand plans to do about this in the future remains unclear.* But that’s Bono. According to Hewson, he is “unencumbered by practicalities.”

What are practicalities, after all, when it comes to saving helping Africa?

  • We hope trade unions, labor laws and export tariffs had nothing to do with it.

Further Reading

In search of Saadia

Who was Saadia, and why has she been forgotten? A search for one woman’s story opens up bigger questions about race, migration, belonging, and the gaps history leaves behind.

Binti, revisited

More than two decades after its release, Lady Jaydee’s debut album still resonates—offering a window into Tanzanian pop, gender politics, and the sound of a generation coming into its own.

The bones beneath our feet

A powerful new documentary follows Evelyn Wanjugu Kimathi’s personal and political journey to recover her father’s remains—and to reckon with Kenya’s unfinished struggle for land, justice, and historical memory.

What comes after liberation?

In this wide-ranging conversation, the freedom fighter and former Constitutional Court justice Albie Sachs reflects on law, liberation, and the unfinished work of building a just South Africa.

The cost of care

In Africa’s migration economy, women’s labor fuels households abroad while their own needs are sidelined at home. What does freedom look like when care itself becomes a form of exile?

The memory keepers

A new documentary follows two women’s mission to decolonize Nairobi’s libraries, revealing how good intentions collide with bureaucracy, donor politics, and the ghosts of colonialism.

Making films against amnesia

The director of the Oscar-nominated film ‘Soundtrack to a Coup d’Etat’ reflects on imperial violence, corporate warfare, and how cinema can disrupt the official record—and help us remember differently.